A complete brand refresh and visual identity update was created for Zulily bringing visual cohesiveness across all channels and a design system that improved team efficiencies. Evolving the brand’s identity based on new customer demographics and updating design direction to reflect the new brand voice. The resulting brand style guide included guidance for logos, updated color palettes, typography, photography, iconography, manifesto, tone of voice, copy direction, channel visual direction, and more. The implementation of the new cohesive visual strategy reduced creative team's campaign time by 35%.